Brand Stories

We are leveraging our brands to be a force for good. We know that improving consumers’ lives also means caring for the world we live in and providing sustainable solutions. That’s why we make irresistibly superior products to deliver the performance consumers expect while being produced responsibly. Below are a few examples of what our brands are doing to provide consumers that confidence:

Cascade – Skip the Pre-Wash

Cascade Platinum Action Pacs cleans 24-hour stuck-on food so well you can skip the pre-wash and save more than 20 gallons of water per dishwasher load.*


Dawn – More Power in Every Drop for Big Impact

Dawn Ultra has 3x more grease-cleaning power per drop ** so you can get through more dishes with less. By producing the most concentrated hand washing liquids on the market, we save up to 25,000 tons of plastic every year globally.*** Additionally, for more than 40 years, Dawn dish soap has been an important part of rescuing and releasing more than 75,000 wild animals affected by oil pollution. It is tough on grease, yet gentle.


Tide – Plant-Based Without Sacrificing the Clean

Tide purclean is made from 65% plant-based ingredients and delivers the cleaning power of Tide so you can enjoy your favorite clothes longer! The product has been certified as 65% bio-based by the USDA BioPreferred program, and the formula is produced at a manufacturing facility that uses 100% renewable wind power electricity and has zero manufacturing waste to landfill. Additionally, the packaging is 100% recyclable. Keeping clothes clean and looking more like new offers clothes a longer useful life and avoids the carbon, water and waste impacts of those clothes going to landfill.


Dreft – Bio-based for baby

Dreft purtouch HE Liquid Laundry Detergent comes from the #1 pediatrician recommended baby laundry detergent. It’s made from 65% plant-based ingredients, yet its gentle formula is also effective, helping to remove up to 99% of baby food stains so you do not need to compromise when cleaning messes left behind by your little ones. The specially formulated plant-based laundry detergent is free of dyes, chlorine, phosphates and optical brighteners, and it gently cleans fabrics making it perfect for the very first wash and every wash after that. Dreft purtouch is an essential for keeping baby’s clothes clean and fresh, from prewashing clothes before baby’s arrival to those first giggles and steps.

P&G Fabric Care


Head & Shoulders – Rethinking Plastic

In partnership with recycling experts, TerraCycle and SUEZ, Head & shoulders produced the world’s first recyclable shampoo bottle made with 25% recycled beach plastic. The bottle launched in France this past summer and is a first major step in establishing a unique supply chain that involves the support of thousands of volunteers and hundreds of NGOs collecting plastic waste found on beaches. To further expand our positive packaging impact, by the end of 2018, more than a half a billion Hair Care bottles in Europe will include up to 25% PCR plastic. Check out the video of the campaign or to see how the bottles are made, watch this.

Full Processing

Pantene – Reducing Shower Time Saves Water

California has recently experienced drought conditions, and water conservation is essential. Showers account for nearly 20% of all household water usage and last, on average, about 10 minutes. Cutting shower time in half could save up to 12 gallons of water per shower. By providing a 5-minute timer with their products, Pantene is helping consumers reduce their time spent in the shower.


Herbal Essences

Behind their new bio:renew line-up, this shampoo is focused on products that are good for her hair, good for her and good for her planet. With this launch, Herbal Essences is our first Beauty brand to share the Green-E credential on our product pack, celebrating our commitment to renewable energy at the Company’s Iowa City manufacturing plant.

Bounty – Helps you Clean Messes with Less

Bounty Select-A-Size offers a choice of a smaller size for smaller messes so more can be done with less. In addition, each sheet of bounty is 2X more absorbent than one sheet of the Custom-Size-It brand. When people choose Bounty, they can also be sure that 100% of the wood fiber used to make our paper is from responsibly managed forests, as determined by 3rd party criteria.


Puffs – Same Softness, Less Waste

Puffs softness provides comfort to noses, but people can also use less and reduce waste because of its strength. Each sheet of Puffs Ultra Soft and Puffs Plus Lotion protects skin and is 3X stronger than the leading bargain brand. This means it only takes one to be done. This is also a sustainable choice since Puffs partners with leaders in the forestry practices. This summer, the Forest Stewardship Council® (FSC®) and Rainforest Alliance logos were added to packs in the US.

Charmin – Partnering with Leaders in Forestry Practices

Charmin is soft and strong which keeps families comfortable. It also helps reduce paper waste because people can use 4X less Charmin Ultra Soft and Charmin Ultra Strong than the leading bargain brand. Charmin also helps consumers make sustainable choices by partnering with suppliers and NGOs on developing and implementing sustainable forestry practices. All of our pulp is 100% third-party certified and more than half of our wood fiber supply is Forest Stewardship Council (FSC) Forest Management Chain of Custody certified.

More With Less

Swiffer – Save More than 70 Gallons of Water Per Year

For decades, people have used the simple mop and bucket to keep their floors clean. The Swiffer Wet and WetJet systems offer an all-around better experience. They’re easy to use and use less water than the typical mop and bucket. Households went from using gallons of water to ounces of solution to clean their floors. Every household that uses Swiffer Wet or WetJet can save more than 70 gallons of water per year versus mop and bucket cleaners.

Febreze – Leave Nothing Behind but Fresh Air

That’s the Febreze way of thinking. Our focus is on recognizing the incredible value of fresh air and ensuring that every aspect of our business is guided by the imperative to create and protect it. We’ve reduced the weight of packaging by 25% over the past five years, and we’re working to ensure that more than 90% of our packaging can be recycled conventionally by 2020. In 2016, Febreze partnered with TerraCycle to make all Febreze products 100% recyclable. Since we’ve started working with TerraCylce, we’ve collected more than 13 tons of waste! New Febreze ONE moves Febreze along the journey to offer consumers the benefits of odor removal with fewer ingredients. It offers pure light freshness that gently cleans away odors - no propellant, no dyes, no heavy perfumes.

*Pre-rinsing dishes prior to loading the dishwasher uses up to 20 gallons of water. (Source: energy Star

** Cleaning ingredients per drop vs. the leading competitor’s non-concentrated brand.

*** Based on Dawn and equivalent P&G brands sold in the key markets globally.